How To Use Social Proof To Reach Gen Z

Generation Z is between 4 and 21 years old, and despite the fact that this cohort has barely entered the workforce, they already hold $44 billion in buying power. Furthermore, Gen Zers outnumber millennials by about 3 million, meaning that they will soon play a significant role in shaping the future success of many businesses.

This generation has already helped to take brands from relative anonymity to mainstream success. Brands like Brandy Melville and Anastasia Beverly Hills have earned attention thanks to a social-first market strategy that effectively captured the attention of the burgeoning Gen Z market.

Most buyers today search for signs of social proof before making a purchasing decision. Business-to-consumer brands like Amazon and Walmart feature star ratings and customer testimonials on all of their online product pages. Similarly, business-to-business brands like Salesforce and Hubspot feature client logos and customer testimonials throughout the buyer’s journey.

Gen Zers care about social proof too, though they tend to respond to social proof signals differently than other generations. This article will look at why Gen Zers care about social proof, and how to leverage social proof to convert Gen Zers into customers.

Gen Z Is A Social First Generation

Members of Generation Z place high value on online social interaction. One study found that members of this generation spend 11 hours per day on social media platforms. They use up to five social media networks per day, and tend to check platforms like Instagram and Snapchat more than 10 times per day.

Given these trends, it is clear that members of Generation Z are devoted to consuming social media content. It only makes sense that the cohort would be interested in consuming forms of social proof when making a purchasing decision.

In order to use social proof effectively, you need to keep in mind that Gen Zers want to see real people provide an endorsement of a product or service. They are less interested in social proof that idealizes life.

Keep Up With The Latest Trends

The majority of Gen Zers are currently in their teens. And, like teenagers of any generation, they are deeply interested in what their friends think. They want to be considered cool, while fitting in with the social mores constructed by fellow Gen Zers. Since this generation thrives on social media, they use social proof as a way of finding the latest trends in order to be accepted by their peers.

A few months ago, a Gen Z influencer named Logan Paul announced that he would be hosting a pop-up shop in New York City to promote his line of clothes and accessories. He made the announcement on Instagram and YouTube to an audience primarily comprised of Gen Zers. When the pop-up shop was launched, so many Gen Z shoppers flocked to the store that a New York City block was closed in order to accommodate them.

Generation Zers use social proof to make purchasing decisions, as well as to discover new brands and products that will allow them to fit in with their peer group. Remember that marketing to Gen Zers will require a mix of on-site and off-site social proof that allows for discovery and evaluation.

The channels we must use to reach this generation have never been so complicated. In part, this is caused by the fact that there is more noise to break through to reach our audiences than ever before. Because of this, diversity in our messaging and mediums is a requirement to establish a lasting relationship with Gen Z.

Communicate With Brands They Love

As we noted earlier, Gen Zers regularly use platforms like Instagram and Snapchat, and they are the most active generation on social media. Considering that about 50% of Instagram users follow at least one brand and that Snapchat users are highly likely to watch a brand’s full story, this information indicates that Gen Zers are interested in communicating with brands on social media networks.

Brands that have embraced user-generated content (which often serves as the basis of social proof) often reward followers for sharing positive brand experiences. Marketers interested in appealing to members of Generation Z should put some sort of community management mechanism in place to reward Gen Zers who engage on social media networks.

Conclusion

Generation Z represents an important potential market for all sorts of brands. In fact, Goldman Sachs released a study showing that Gen Zers were more important to businesses than millennials. To successfully sell to Generation Z, businesses will need to provide compelling examples of social proof, both on site and off, to attract visitors and convert them into loyal customers.

While this is no easy task, the payoff is immense. As this generation has arguably become the most lucrative, establishing trust with Generation Z has become vital for any business leader to succeed.